Model of integrated marketing communication for repositioning for specialized government bank.

AuthorSucharit, Benjawan
PositionReport
  1. INTRODUCTION

    Specialized government Banks were set for monetary security and carry on specific mission. They also work as the tools of the government for special operative promotion. There are 5 specialized government Banks : Government saving Bank, Bank for Agriculture and Agricultural Cooperatives, Government Bank of Thailand, Export--Import Bank of Thailand.

    Under strong competition circumstance as well as FTA policy, monetary institution some other commercial laws, more competitors were born from new commercial banks. These caused specialized government Banks to do positioning by expanding their roles and their business as well to keep up with the changing (Benjawan, 2552) Moreover, Free Trade Agreement policy including financial institution act and other commercial laws, nowadays Specialized Government Bank have to compete with other commercial banks that more than 20 banks occur in all place in Thailand, which are 6,023 branches. (Bank of Thailand, 2011) With the bank competition, it will reflect to the image of commercial bank that has adapted banking product such as deposit and loan which has many ways of services and different kind of marketing communication tool including the budget in advertisement and public relation other media increasing. The bank has to change banking service policy in order to build the relationship and customer experience in many cases to increase market share for the organization. While other commercial banks have changed the management in the organization image, banking services policy and product. Other Specialized Government Banks have to push themselves for changing the policy to compete with other. Especially, repositioning has to scale up the role including expanding businesses for competing with other financial institution which have rapidly increasing. (Benjawan, 2010). Furthermore, the study on integrated marketing communication strategies for repositioning of Bank for Agriculture Cooperatives (Benjawan, 2552) revealed that problem on repositioning of the bank came from the failure of communication marketing that could not create customers' acknowledgement which was the personal process on selection, organizing and interpreting information received using his/her experience model and outside information accepted ( Kotler , 2000). Besides the integrated marketing communication was widely more accepted within the marketing and communication marketing (Duncan, 2001)

    These problems have led the researcher pays much attention to study the integrated marketing communication model for repositioning of specialized government Banks. Then, this study tries to answer this question "How should the integrated marketing communication model for repositioning be like?

  2. THEORETICAL MODELS

    The related literatures have shown that integrated marketing communication theories and their equipments were conducted from many theorists (Kotler & Armstrong, 2004; Duncan, 2002). For example, Duncan (2002) explained the model of integrated marketing communication that IMC circle was equipped with various kinds of equipments for communication marketing such as advertisement, customer relation, direct market, activity manipulation and packaging. They built, kept and developed their relation with customers and trade brand. The cross cooperative checking within organization and evaluated customers and trade brand relation. The weakness and strength analysis as well as chance were employed. Data base and technology for trade brand were used to communicate with target group causing building, Keeping and developing the relationship between trade brand and customers all of these would cause brand equity.

    Kotler & Armstrong (2004) presented the benefit of integrated marketing communication that it could help creation and strengthen trade...

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